Does your law firm have a Facebook Page? If not, have you searched for your firm on Facebook? You might be surprised to find a Community Page with content sourced from Wikipedia, or a Place Page – these are created when your employees “check in” to your law firm. Most firms have Facebook Pages now; however, most law firms aren’t taking full advantage of everything Facebook has to offer. Check out my previous post on law firm Facebook #fails for more information. Here are five elements every law firm Facebook page should have:
Law Firm Facebook Page Tip #1 – Applications
Do you know how many applications are available on Facebook? There are literally thousands. There are applications to sync your blog posts to post as status updates, to follow your Twitter account, to sync your Instagram account and to show off your JD Supra content. You can even customize how these applications appear. An excellent example of law firm Facebook applications is Goodwin Procter. They have ten Facebook applications and have also personalized them to match their firm branding (you can’t personalize Photos, Videos, Maps or Likes).
Law Firm Facebook Page Tip #2 – Cover Photo & Profile Image
It’s important for your firm to pick an engaging Cover Photo for your law firm Facebook page. Don’t use your logo (please). I would use Goodwin again as an example because I like the fact they use people in their cover photo but I don’t want to “overuse” them. Another great example of a Cover Photo is Latham & Watkins. They have a beautiful boardroom and I like the way it looks on their Facebook Page. All law firms Facebook Pages should use a square version of their logo for their personal profile image. It should be readable within the square with no wording cut out. If you don’t have a version, create one.
Law Firm Facebook Page Tip #3 – About Section
Every law firm Facebook Page should have a well written “About” section. Use all the characters you are alloted and include a link to your website. It’s important to use keywords in this section especially with the new Facebook Graph feature coming. Foley & Lardner does a nice job with their “About” section.
Law Firm Facebook Page Tip #4 – Photo Albums
Every law firm across the globe holds social functions, attends charity events, speaks at conferences, etc. Use these events to take lots of pictures and upload these as albums on your law firm Facebook page. People trust and hire people. Don’t create a page and expect people to follow it without adding some humanity to it. Of course get permission before posting pictures and make sure they know they will be on Facebook. Take pictures at your Christmas party, volleyball game, etc. You’ll notice that these pictures get liked and shared more often than text status updates. Ask your employees to take pictures too. I love the way DLA Piper showed off their Habitat for Humanity pictures.
Law Firm Facebook Page Example #5 – Likes
It’s hard to get “Likes” on law firm Facebook pages, I’ll admit that. Who really wants to like a law firm on Facebook anyway? It starts with your own connections. These can include your friends, family, colleagues, schoolmates, etc. Ask your friends to like your page and ask them to spread the word. Encourage all of your employees and attorneys to like the page and get their friends to like the page as well. Beware of posting too often because you will lose some of your precious “Likes” that way as well. You can post once per day at the most. Post a variety of content including blog posts, pictures, albums, etc. Add the “Follow us Facebook” button to your website. When you’re at conferences, talk about your Facebook page with other attorneys – ask if they have a page you can “Like” as well.
Do you have any other Facebook page tips to share? How is your law firm liking Facebook for business development? Please feel free to share your comments below. I also shared a guide on how to create your Timeline Facebook Page in a previous post you may be interested in reading.
Also, if you need help with your law firm Facebook Page, please feel free to contact me directly at firstname.lastname@example.org. I look forward to hearing from you.